[SOUND] Okay, now, let me go through the seven principles of effective communication with you. For each one, I will explain to you what it means and then I will go through example a and example b for each principle, so you can see the differences between the good and the not-so-good messages. Okay, starting with the first one, clarity. What does clarity mean? Clarity means you, as a sender of a message, will deliver a specific message. Your message should have very specific goals. So rather than trying to say too many things at the same time, make sure that you state clearly what you want your audience to do. So make it clear about the intention of your message. You must make sure the main point is clear so don't include any information that will interrupt the meaning of the overall goal of the message. So to construct a clear message you must make sure you use exact wording, appropriate wording and very concrete words so that there is less chance of miscommunication. By doing so you would increase the meaning of your message. Okay, let's have a look at the first example, example a from the first situation about clarity. This message reads, dear James, I would like to talk to you about the new clients project. I might need the help of John from your team, regards, John. Okay, so what is wrong with these message? Well, a number of things are wrong with these message. The writer begins in the first sentence by saying I would like to talk to you about the new client's project. What client? What project? So already the information is not precise. So there is chance that your intended listener or reader will have trouble understanding which project and which client John, the writer, was referring to. Then John says I might need the help of John for me. Now you can see, the writer of this message is John and he's requesting another person named John to help. John, who? There may be many Johns in the organization, so again, be precise about information. So the name John is unclear. Which John? And what kind of help? And why do you need help? So it states very precisely what kind of help is needed. That would make sure that there is less chance of your intended reader or listener, in guessing what the intended message should be. Now, let's have a look at a better example of this message. John writes to James and says, dear James, I would like to talk to you about ABC's, that is the new client's name, project on XYZ. So now, by this stage, James already knows very specifically which client John was talking about and what project he's talking about. I had a meeting with the design team yesterday and had discussed the campaign requirements for this project. So this sentence expresses the background information of the project. So now James has some context about the rest of the message. John then writes, John Chan. So there are two Johns in this company. John, the writer, very precisely stated which John he was talking about. So John Chan from your team has expertise in doing the social media campaign for ABC. So background to the coming request. So I would like him to work on the XYZ campaign too. So you see, this message is much better in a sense that, James has context about why John wanted John Chan to help, and in what ways John Chan can help. So so far it's much more clearer, and James has better idea about passing on the message to John Chan when he request John Chan to help. Then John ends the message by saying, would you be available some time tomorrow to discuss this further? So now this is asking James to meet him and I am free at any time to meet tomorrow. So John then writes, can you please meet to discuss about this campaign, the work required for this campaign, and about John Chan's involvement in the campaign in the project? And there is precisely stated when John wanted to meet James. So this is a much better message because it has details of the project, reasons for wanting Adam Chan to help and what to help with. And narrows the possible time for both of them to meet. So it has essentially all the information that James needs to know. So James can be well-prepared for the meeting and to check John's availability to work on the project before they meet so it's much better. So when you deliver message, whether it's spoken or written, it should be clear.
